Airfare always takes a big part of a traveling budget for international travelers.

Hence low cost carriers

(LCCs) attract more international travelers for their travel plans. The impact of airline markets in Taiwan
between regular airlines and LCC airlines will be highly competitive in near future.

Therefore, for enhancing online customer relationship management (CRM) systems of

international regular airlines in Taiwan, the purpose of this work is to analyze customer

values of international travelers for marketing strategies of online CRM systems in the

regular airline industry in Taiwan.

The results of this research can be applied in their online merchandising or social commerce systems for
enhancing their sales rates.

The research proposed a novel model for airlines and travel agencies to identify travelers’ customer
values and markets, which consists of frequency, monetary and average number of group travelers
(FMA model, RFM model-based.)

As per the research-

An online CRM should be designed via a customer centric approach for airlines or business systems.

A data-driven activity that helps airlines or companies to understand business and customers future
information should be held.

This research is designed for online CRM systems. A successful online CRM is not only a customer centric
system but also an analytic system that help airlines or companies to analyze their customers.
 ■ Analytic hierarchy process procedure

The purpose of the AHP was to develop a method for structured decision-making. In general, AHP
procedure can be used to obtain weights for RFM variables. Therefore, in this study, the AHP procedure
can be used to rank the RFM market by the weight of RFM variables.